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GMDC upgrades GM Hierarchy research tool

BY Michael Johnsen

The Global Market Developmenter Center on Wednesday joined Nielsen and Retail Insights in launching an upgraded GM Hierarchy research tool for a more intuitive user experience and deeper levels of analytics across multiple categories.

“When we launched this powerful tool for our members five years ago, we did so with a goal to connect our members to developing GM industry trends,” Patrick Spear, GMDC president and CEO, said. “Our new dashboard is simple, easy to navigate and remains an invaluable resource for retailers and suppliers as they access sales information at our events, develop future strategies to deepen trading partner relations and curate the right mix of SKUs to grow retail sales and profit margins.”

The updated platform offers a single resource for accessing deep levels of data to gauge channel activity and sales trends by each quarter. L1 category data provides top line category information used to track macro trends, while subcategory L2 and segment L3 offers a more detailed view into segmentation and item specifics. There are now multiple options for downloading data tables, seasonal charts and market share graphs for further analysis or for importing into customized presentations.

“When we launched this powerful tool for our members five years ago, we did so with a goal to connect our members to developing GM industry trends.”

“The GM Hierarchy offers our organization a comprehensive view to better understand shopping trends and compare our performance to the total retail market. Anything that puts us closer to our customers is crucial as we seek insights into the basket,” Rick Cicero, director merchandising at C&S Wholesale, said. “The rich data helps my team make decisions, ask questions, and execute next-practices.”

GMDC, Nielsen and Retail Insights launched the proprietary tool in mid-2012 to offer GMDC members the first standardized and detailed look into the $202 billion GM industry. The platform showcases 18 major categories including apparel, baby, candy and housewares with hundreds of sub-categories. The Nielsen coded data, which is reported from thousands of stores across the North American market, can be filtered by various channels for comparison, and includes more than 20 million SKUs.

“For wholesalers with the unique challenge of choosing and stocking products, the data provides a clear perspective on relative category and subcategory size and performance trends they cannot get anywhere else,” Jeffrey Williams, senior vice president retail business development Nielsen, said. “Through true collaboration, we’re equipping GMDC members with the data they need to make data-fueled decisions to help prioritize goals, highlight the top performers, and track underperformers. For suppliers, the data helps them defend a position, allowing sales managers to identify opportunities with customers. Accurate trends across sub-categories enhances partner engagement to accurately compare current product offerings to other sub-categories in the midst of prioritization product development decisions.”

The GMDC/Nielsen GM Hierarchy is powered by Retail Insights who offer a number of resources to maximize the user experience including a user manual, how-to-guide and training tutorial.

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Daily Greens grows cold-pressed juice offerings

BY David Salazar

Daily Greens, a beverage company whose products look to deliver a daily dose of green vegetables — is adding to its lineup. The company recently introduced its Green Ades — a line that looks to add a splash of color and flavor to consumers’ everyday nutrients.

All of the fives Green Ade SKUs — lime-basil, watermelon-hibiscus, green lemonade, jicama-blue majik and orange-turmeric — contain green superfoods and the flavors of fruit juice, as well as ingredients that the company said contain detox cleansing properties.

The Green Ade line complements the company’s main line of five products — Harmony, Morning Greens, Elevate, Renew and Vitality —which combines leafy greens and lighter greens without adding any sugar.

Daily Greens said that it uses organic vegetables grown by farmers the company knows. It also said it does not pasteurize or water down any of the cold-pressed juices.

For more information, contact David Hayes, david@greatpointbrands.com or 469-450-4361.

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Sure Petcare releases app-controlled pet door

BY Gisselle Gaitan

Technology driven products continue to dominate the pet care space. Sure Petcare has launched their app-controlled pet door, the Microchip Pet Door Connect. The product allows pet owners to remotely control their pet door from a smartphone or tablet, while also monitoring their four-legged companion’s activity and habits.

“Our aim is to develop great products that are useful, easy to understand and make life simpler for pet owners and their pets,” founder and CEO of Sure Petcare Nick Hill said.

The pet door uses microchip reading technology that will unlock for the resident pets microchip or RFID-collar tag. This ensures unwanted animals are kept out, the Clearwater, Fla.-based company said.

Specifically designed for small cats and dogs, the product wirelessly connects to the Hub, which is connected to the home router. From there, pet owners are able to monitor when their pets come and go through the Sure Petcare app.

“Smart devices have enabled people to connect with family, friends, work, their surroundings 24/7. With people generally working longer hours and being away from home, they want to connect with their pets, too. For me, the real value lies in the data and ability to log and track a pet’s habits — something we’ve not been able to do until now. Over time, this information can provide an accurate insight into your pet’s well-being and help you determine what is ‘normal’ behavior for your pet and what is not,” Royal Veterinary College veterinarian and animal behaviorist Jon Bowen said.

The Microchip Pet Door Connect can be purchased for the suggested retail price of $200, and $65 for the Hub. Further product information can be found on the company’s website.

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